| 李娟,魏娜.论广告设计中的传统文化元素[J].包装工程,2021,42(8):355-358. |
| 论广告设计中的传统文化元素 |
| On the Traditional Cultural Elements in Advertising Design |
| 投稿时间：2021-01-04 |
| DOI：10.19554/j.cnki.1001-3563.2021.08.052 |
| 中文关键词: 广告设计 中国特色 本土化 传统文化 |
| 英文关键词: advertising design Chinese characteristics localization traditional culture |
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| 中文摘要: |
| 目的 探索现代广告设计中对传统文化元素的借鉴与应用方式。方法 以经济全球化的大背景为出发点，结合外来文化思潮的影响，引出艺术设计领域的本土化设计思潮。并以广告设计领域为落脚点，分析中国传统文化在资源提供、增加内涵、促进发展等方面的重要价值和作用。接着从传统的图形、文字和色彩等方面逐一探讨应用方向，并结合水墨、剪纸、书法等文化形式的特点与技法进行具体的应用探索，并提出相关的应用策略，以及列举相关的代表性应用案例。结论 传统文化元素根植于我国深厚的文化土壤，其自身有着独特的个性与内涵，能够给现代广告设计带来更多的灵感和创意，使广告设计作品在回归传统的基础上彰显时代感，以中国特色的广告设计精品融入世界潮流。 |
| 英文摘要: |
| To explore the reference and application of traditional cultural elements in modern advertising design, this paper, with the big background of economic globalization as a starting point, combining with the influence of foreign culture, brings out the localization design thought in the field of art and design, and, with the advertising design field as the foothold, analyzes the significant value and role of Chinese traditional culture in aspects such as providing resources, increasing connotation, and promoting development, and then discusses the application direction from the aspects of traditional graphics, text and color, and, combined with the characteristics of the ink, paper cutting, calligraphy and other cultural forms and techniques for specific application, puts forward the relevant application strategy and lists related typical application cases. The conclusion is that traditional cultural elements are rooted in the deep cultural soil of China, which has its own unique personality and connotation, and can bring more inspiration and creativity to modern advertising design and allow advertising design works to highlight the sense of the times on the basis of returning to the tradition, and integrate into the trend of the world as a fine advertising design with Chinese characteristics. |
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